Synopsis

A fast-moving media drama follows a journalist whose ambition is tied to the pressure of 24-hour news. As sensational headlines become a business strategy, professional success brings moral compromise and personal danger. The project was eventually completed and released under the title Rush, making Raftaar 24/7 its original working title rather than its final theatrical identity.

Factoids & Trivia

• Raftaar 24/7 was produced by Percept Picture Company and was initially planned for release in 2009.

• The story was promoted as a media-centered film about the race for sensational news and television ratings.

• Aditya Pancholi's media baron character was modeled partly on businessman and media figure Nari Hira, though the character's appetite for sensational headlines was fictionalized.

• Production was interrupted after filmmaker Shamin Desai died while the project was still incomplete.

• Desai's wife, Priyanka, helped revive the film and oversaw the shooting of remaining scenes and songs.

• The project was briefly renamed Play before finally becoming Rush, which was released in 2012.

• Additional songs and unfinished portions were filmed in Goa during the effort to complete Desai's film.